The Branded Mind investigates developments in neuroscience and neuromarketing, and how brain science can contribute to marketing and brand building strategies. Including research by Millward Brown, it investigates topics such as, personality, measuring the brain, consumer behaviour, decision making and market segmentation.
Erik du Plessis is Chairman of Millward Brown (South Africa), one of the world's top market research companies with 78 offices in 51 countries. He is also a Visiting Professor at the Copenhagen Business School, and the author of The Advertised Mind, published by Kogan Page.
"[T]he result of very considerable thought, but thought that has
been influenced by the author's digestion of a massive battery of
empirical work, in addition to many examples from his long
experience as an innovative market researcher." --John Philip
Jones, Emeritus Professor at Syracuse University "Du
Plessis...provides an illuminating glimpse into the "black box" of
consumer behavior...the author presents research findings to
suggest that neuroscience has enough practical substance to warrant
exploration of how it might help marketers design strategies that
result in more individually tuned consumer value and
satisfaction... Summing Up: Recommended." --CHOICE
"The Branded Mind...provides a fine survey of how neuroscience
research affects market research techniques, and how it can learn
from established business routines... explores recent studies and
findings in both neuroscience and business, making this a pick for
both types of college-level collections." --Midwest Book Review
"...[The Branded Mind] will generously reward those who read it
with great care... With both rigor and eloquence, [Erik Du Plessis]
explains why emotions are not in conflict with rational behavior;
indeed, they cause rational behavior. For those who are eager to
understand the consumer brain and the decision-making process it
tends to follow, this insight is of incalculable value... It is a
brilliant achievement." --Robert Morris "... provides an in depth
and contemporary analysis of how people think, and how that relates
to branding...those in search of a rich and comprehensive
understanding of neuromarketing should look no further. "
--brandchannel.com "...[A] fascinating ride into one of the last
uncharted areas of the body... This book will be an incredibly
useful and beneficial addition to the knowledge of the brain and
how traders can exploit its functions." - --Will Roney, Startup
Business Book Reviews "du Plessis brings an even more focused
treatment to the topic of neuromarketing... He breaks his fairly
dense material into brief chapters, so you can pick and choose
according to your interests, ranging from cognitive science to
branding, with many intriguing stops in between. getAbstract
recommends du Plessis's research, insights and engaging questions
to marketing professionals and to readers interested in decision
making, advertising, neuroscience and neuromarketing."
--getAbstract
 |
Ask a Question About this Product More... |
|
